Alchemy, based in the U.K., is, at its heart, a jewelry manufacturer with an international reputation for its Gothic jewelry. It has always produced artwork to accompany the jewelry collections, and it's this artwork that forms the basis of the licensing program. Licensing evolved when third parties began approaching the company, wanting to use the artwork on other products. Since then, licensing has blossomed into a separate business, and Alchemy is enjoying particular success with two strands of design work, Alchemy Gothic and UL13. The latter has a more urban, streetwear feel and is proving especially popular in back-to-school categories. UL13 appeals to a younger audience that likes its Gothic style to be less dark, and is featured on products that are distributed across Europe. Alchemy will bring a strong selection of existing products to Licensing International Expo this year to demonstrate the versatility of the artwork. The Gothic look is also proving its resistance to the ebb and flow of faster fashion trends. Licensing manager Georgea Phillipson said, "The Gothic look is still quite a niche market, but once you're a fan you're always a fan and you don't grow out of it. Being a Goth is your whole world and it's all about the look."
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